Miguel Bemfica Chief Creative Officer


Madrid, 17th April, 2017. Santander España broadens the scope of its 1I2I3 strategy and launches a full proposal to attract millennials, the first generation of digital natives. The core product, which will be launched on Thursday, 20th April, is the 1I2I3 Smart account, in two different forms: free and premium. The bank has designed a tailored financial proposition and special digital services for this group, with communication and marketing strategies that reach out to them.

The launch of this new account is accompanied by a communication and marketing campaign. At the centre of this is the premiere in Callao Cinema inMadrid of the short film “Cuánto, más allá del dinero” (“How much, beyond money”), a science fiction thriller with Adriana Ugarte as leading actress and directed by Kike Maíllo, who received a Goya award in 2012 for best novice director.

Date created: August 2017 2017-08-01T00:00:00+0100
Date published: 9 September 2017 2017-09-09T01:52:33+0100


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Project featured: on 9th September 2017

Beyond Money